Special Edition of Essentials: Tourism Australia reveals latest campaign and invites the world to live Australia’s Philausophy

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30 October 2019 Come Live Our Philausophy Today, Tourism Australia unveiled its new $38 million global campaign, Come live our Philausophy. Over three years, the campaign will invite the world Down Under to experience the unique Australian way of life. A deliberately Australian play on words, Philausophy, aims to capture the philosophy of Australians and their informal approach to living, which research shows is highly appealing amongst visitors. Philausophy is the latest evolution of the long-standing and successful There's Nothing Like Australia global campaign platform. The shift is part of a deliberate move to elevate Australia's greatest asset, its people and personality, and will start to roll out internationally in the coming months.

Philausophies The campaign highlights nine Philausophies that encapsulate the Australian way of life.

BACKGROUND ON THE CAMPAIGN  Industry involvement Australia’s tourism industry is the face of Australia when delivering the visitor experience and will be crucial to the success of Philausophy. Tourism Australia has highlighted eight operators, one from each State and Territory, who showcase a cross section of the Australian tourism industry and embody the Philausophies. The operators will feature on Tourism Australia’s social media channels and on Australia.com. Industry Preview The campaign was revealed to industry at the Sydney Opera House on 30 October 2019. The event was attended by Senator the Hon. Jonathon Duniam, Assistant Minister for Regional Tourism; Tourism Australia’s Global Ambassador Chris Hemsworth; Friend of Australia, Dr Terri Irwin AM and many more. “At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable," said Australia's Tourism Minister, Simon Birmingham. A BOOK ABOUT Philausophy Philausophy: A very Australian way of thinking about living is a captivating book offering readers a peek into the uniquely Aussie way of life. The Book will available from January 2020 and can be pre-purchased here. Locations Experiences from every State and Territory feature in the new campaign. In addition, Tourism Australia has collaborated with all States and Territories to create a vast range of new imagery across 90 separate locations. All the images are available for industry to download for free from the Tourism Australia image gallery.

BEHIND THE SCENEs Georges Antoni The campaign images were shot by world renowned Australian photographer, Georges Antoni. Raised in rural Queensland, Georges Antoni has evolved to become one of Australia’s premier photographers. Georges has shot for major fashion magazines including Vogue Australia, Harper’s Bazaar US and Elle Australia; and his subjects have included celebrities and models such Rihanna, Miranda Kerr and Dita von Teese, to name a few. Rachael Sarra Contemporary Aboriginal artist, Rachael Sarra, designed bespoke patterns and symbols for use in the Philausophy campaign. Rachael has been inspired primarily by her Goreng Goreng heritage and her role as a modern Aboriginal woman whilst also drawing inspiration from the landscapes, wildlife and contours of Australia. Our Photographers Tourism Australia also commissioned 14 passionate Australian photographers, many of whom regularly provide content for Tourism Australia’s social media platforms, to capture more than 5,000 new content images from across Australia.The photographers are Rob Mulally; Mark Fitzpatrick; Kurt Tilse; Nicholas Kavo; Daniel Tran; Reuben Nutt; Scott Slawinski; Jampal Williamson; Ain Raadik; Brinkley Davies; Jarrad Seng; Max Fairclough; Edward Ringwood; and Taiyo Masuda.

GET INVOLVED IN THE CAMPAIGN   Find out how to get involved in the campaign here. Subscribe to Tourism Australia’s weekly industry e-newsletter Essentials for updates on how to get involved. Download images for free from Tourism Australia’s image gallery. Share your story, product or experience with Tourism Australia to have it be considered for the International Media Hosting Program by sending it to internationalmedia@tourism.australia.com or by connecting with your State or Territory Tourism Organisation.     Share your great Philausophy photos by tagging #SeeAustralia so they can be promoted on Tourism Australia’s social media channels . Make sure you are connected with Tourism Australia’s key distribution partners. A full list is available here. Help get more people to your region and be a part of the campaign by submitting your tip/story here for the chance to be featured on Australia.com and through Tourism Australia’s social media channels.

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